Conscious Luxury Travel Pivot

Introduction to the Transformational Travel Council, The Long Run and the cause for Conscious Luxury Travel

Then, Amit was introduced to the Transformational Travel Council (TTC) and The Long Run (TLR) as organisations that were helping people and brands advancing responsible tourism. Between 2022 and 2023, he visited Slovenia for the TTC Transcend event and Nikoi Island for the TLR Annual Summit where he learnt of the challenges being faced by boutique luxury brands in connecting with value-aligned luxury customers using traditional marketing channels.
As a luxury traveller lacking awareness of the inspiring boutique properties and tours being promoted by TTC and TLR, he identified this problem as a key opportunity in the marketplace and one where traditional solutions weren't filling the need gap. Amit believed that this industry category for “conscious luxury travel” was under-marketed to the luxury traveller community and the potential for developing a platform that could bridge this discovery gap would serve as a significant tool to advance the cause for responsible tourism.
He then gathered together a storytelling team led by Karen Hastings and Deeksha Sharma, a partnerships team led by Elizabeth Scutchfield and Jaina Shah, and a new media team led by Rhea Bhambani to work on new concepts and narratives to find a scalable product and business model and spread the word for conscious luxury travel.

Postcard Travel Club

Connecting the world of conscious luxury travel.

Together, the team decided that there was a need to bring together a global community of value-aligned travellers, boutique properties, travel designers, destination experts, travel coaches and others who collectively promoted conscious luxury travel and responsible tourism.
With a community-first mindset and an ecosystems-approach to product vision and development, Postcard Travel rebranded as Postcard Travel Club with the intention to build a social network and a comprehensive global resource for the conscious luxury travel niche within the industry.
The team believes that as the community of conscious luxury travellers grows, they would attract more partners to come onboard; which would lead to more storytellers and stories being published. This collective impact is likely to attract attention from media and influencers, ultimately driving growth in conscious luxury travel and responsible tourism.

Community Growth in 2024

In 2024, Postcard onboarded over 300 partners from 35 countries including boutique properties, travel designers, and destination experts.

• By invitation only
• Complimentary Postcard Partner page with two Postcard Experiences
• Optional upgrade - Enhanced profile with additional postcards
• Annual Partnership Fee starting year 2

In 2024, over 3,500 conscious luxury travellers from 25 countries joined the club, most of whom were between the ages of 30-55

• Free membership
• Fun, gamified experience - collecting postcards, sharing collections, following friends, family and destination experts.
• Recommendations from a personal trusted network
• Direct links to partners
• Optional upgrade - Postcard Concierge - launching soon (travel advisory, last-minute deals, special rates and more)

What's next - 2025

We have started sowing the seeds for our International partner growth with the Postcard Regional Ambassador Program where we partner with value-aligned people and businesses to bring onboard local partners that advance conscious luxury travel.

As we scale the Postcard Partner Community we also have multiple plans to activate and grow the Postcard Traveller Network. Some of the initiatives in development include

• Postcard Collections for members
• Postcard Rewards Program for influencers
• Postcard Community activations
• Postcard Co-marketing partnerships
• Postcard Concierge Service
• Postcard Travel Advisors
• Postcard AI ChatBot

Stay tuned for more.

Credits